Method for serving interactive digital advertising content within a streaming platform

ABSTRACT

One variation of a method for serving interactive ad content includes, in response to a pause event that pauses playback of a digital video, viewed on a display of a streaming device accessed by a user: overlaying the digital video with a home screen including an image player and a set of icons linked to a set of video advertisements; in response to a first user input proximal an icon, in the set of icons, corresponding to a video advertisement, in the set of video advertisements, reconfiguring the image player and initiating playback of the video advertisement within the image player; during playback of the video advertisement, in response to a second user input proximal the icon, expanding the image player and activating an audio stream of the video advertisement; and, in response to a user input that resumes playback of the digital video, pausing playback of the video advertisement.

CROSS-REFERENCE TO RELATED APPLICATIONS

This application is a continuation application of U.S. patentapplication Ser. No. 17/349,570, filed on 16 Jun. 2021, which claims thebenefit of U.S. Provisional Application No. 63/040,447, filed on 17 Jun.2020, each of which is incorporated in its entirety by this reference.

TECHNICAL FIELD

This invention relates generally to the field of digital advertising andmore specifically to a new and useful method for serving interactivecontent in the field of digital advertising.

BRIEF DESCRIPTION OF THE FIGURES

FIG. 1 is a flowchart representation of a first method.

DESCRIPTION OF THE EMBODIMENTS

The following description of embodiments of the invention is notintended to limit the invention to these embodiments but rather toenable a person skilled in the art to make and use this invention.Variations, configurations, implementations, example implementations,and examples described herein are optional and are not exclusive to thevariations, configurations, implementations, example implementations,and examples they describe. The invention described herein can includeany and all permutations of these variations, configurations,implementations, example implementations, and examples.

1. Method

As shown in FIG. 1, a method S100 includes during a first pause eventthat pauses playback of a primary content stream—viewed on a display ofa streaming device (e.g., television, computer, mobile phone) associatedwith a user—at a first frame in a digital video in the primary contentstream: overlaying the first frame of the primary content stream with ahome screen of an ad stream in Block S110, the home screen including animage player in a first subregion of the home screen, defining aresponsive transformation, and including a set of icons selectable bythe user and linked to a set of video advertisements.

The method also includes, in response to detecting a first user inputproximal a first icon, in the set of icons, corresponding to a firstvideo advertisement in the set of video advertisements: reconfiguringthe image player to a second subregion of the home screen according tothe responsive transformation; and initiating playback of a firstsegment of the first video advertisement from a first frame in the firstvideo advertisement to a second frame succeeding the first frame withinthe image player in Block S120.

The method S100 further includes, in response to detecting a second userinput proximal the first icon: expanding the image player across thehome screen; activating an audio stream of the first videoadvertisement; and continuing playback of the first video advertisementfrom the second frame to a third frame succeeding the second frame inthe first video advertisement within the image player in Block S130.

The method S100 also includes, in response to a user input that resumesplayback of the primary content stream: pausing playback of the firstvideo advertisement; rendering the first frame in the digital video ofthe primary content stream in replacement of the ad stream; terminatingthe first pause event; and resuming playback of the digital video in theprimary content stream in Block S140.

In one variation, the method S100 further includes, during a secondpause event that pauses playback of the primary content stream at asecond frame in the digital video succeeding the first frame: overlayingthe first frame of the primary content stream with the home screen ofthe ad stream, the image player in the second subregion; initiateplayback of a second segment of the first video advertisement from thethird frame of the video advertisement to a fourth frame in the videoadvertisement; and, in response to detecting a third user input proximalthe first icon, expanding the image player across the home screen;activating the audio stream of the first video advertisement; andcontinuing playback of the first video advertisement from the fourthframe to a fifth frame succeeding the fourth frame in the first videoadvertisement within the image player.

In one variation, the method S100 further includes: during the firstpause event, rendering a QR code adjacent the second subregion withinthe home screen, the QR code linked to the ad stream; and, in responseto the user capturing the QR code at a mobile device associated with theuser, continuing playback of the first video advertisement from thesecond frame in the first video advertisement at the mobile device.

2. Applications

Generally, the method S100 can be executed by an advertising (or “ad”)platform: to serve an interactive ad stream to a user—viewing a primaryvideo streaming content (e.g., videos, a television show, a movie) on astreaming device (e.g., Smart TV, computing device, mobile phone)—whilethis primary video streaming content is paused; and to selectivelyincrease screen area allocated to an ad within the interactive ad streamand selectively activate an audio stream for the ad responsive topassive and active user inputs.

In particular, the method S100 can be executed by an ad platform (and/oran ad tech vendor, a publisher, an ad agency, or an online socialnetworking platform, etc.)—in combination with a video streamingplatform (e.g., an ad-supported streaming service)—to: render an adstream responsive to pauses or breaks in the primary content streaminitiated by the user; present the user with a selection of videoadvertisements in an interactive (and motive) format; and tailor adcontent served to the user based on the user's selection of videoadvertisements within the ad stream. For example, during a pause eventin the primary content stream, the ad platform and video streamingplatform can: render a home screen of an ad stream over the pausedprimary content stream; concurrently render multiple distinct, silentvideo advertisements within small, moving tiles (e.g., over facets of arotating cube) and corresponding icons within the ad home screen; expanda first video advertisement within the set to a large region of the homescreen when a cursor is moved near a corresponding icon or near thecorresponding tile; and then expand the first video advertisement tofill the home screen and activate an audio stream for the first videoadvertisement when the corresponding icon or the first advertisementitself is selected. The ad platform and video streaming platform canthen store a stop time of the first video advertisement, close the adhome screen, and resume playback of the primary content streamresponsive to a “play” input from the user. The ad platform and videostreaming platform can also: resume silent playback of the first ad fromthe stored stop time—within the ad home screen overlayed on the primarycontent stream—responsive to a subsequent pause event at the primarycontent stream; and reactivate the audio stream of the first adresponsive to further input from the user.

Therefore, the ad platform—in combination with the streamingplatform—can serve the user an interactive ad stream (hereinafter “adstream”) during events (or “pause events”) initiated by the user. Byserving the ad stream to the user during pause events—rather than atregular scheduled intervals throughout the primary content stream—the adplatform can minimize inconvenience to the user and increase alikelihood of higher user engagement with ad content viewed during an adstream. For example, if a user and her roommate are streaming a TV showtogether, and her roommate needs to take their dog outside, the user maypause the TV show (or “primary content stream”) and the ad platform canrender the ad stream in replacement of the primary content stream. Theuser may be more likely to engage with video advertisements presented toher during this ad stream (e.g., while her roommate is outside withtheir dog) than she would during a regularly scheduled videoadvertisement interrupting the primary content stream while her roommateis still watching with her.

Therefore, the ad platform can cooperate with a streaming platform toserve to a user video advertisements tailored to the user's interests,thus increasing the likelihood of achieving a target outcome (e.g.,brand lift, conversion, video completion) associated with the videoadvertisements. Further, by enabling the user to control playback ofvideo advertisements (e.g., when video advertisements are played,duration of video advertisements, content of video advertisements), thead platform can increase likelihood that the user will engage withadvertising content and minimize frustration experienced by the user dueto video advertisements interrupting the primary content stream.

3. Example: User Experience

The ad platform—in combination with a streaming platform—can serve aninteractive ad stream during an event (e.g., a “pause” event) initiatedby the user while viewing streaming content on a streaming device. Forexample, a user may enter a selection (e.g., via her TV remote control)of streaming content (e.g., a television show, a movie, a video short)to watch on her television via a streaming platform (e.g., anad-supported streaming service). In response to receiving her selection,the streaming platform can initiate playback of a video streamcorresponding to the user's selection (hereinafter a “primary contentstream”). Later, while viewing the selected primary content stream, theuser may pause playback of the primary content stream. This “pause”event, initiated by the user, triggers the ad platform to serve to theuser an ad stream in replacement of the primary content stream.

During the pause event, the ad platform can render a home screen of thead stream configured to present the user with a set of videoadvertisements from which the user may select a video advertisement forviewing. The home screen can include: an image player configured torender playback of the set of video advertisements and defining aresponsive transformation; and a set of icons, each icon correspondingto a video advertisement in the set of video advertisements. At the homescreen, the user may manipulate a pointer (e.g., cursor, televisionremote) to preview, select, and/or view a particular videoadvertisement, in the set of video advertisements, by interacting withthe set of icons.

At a first pause level of the pause event, triggered by initiation ofthe pause event, the ad platform can present the image player at a firstsubregion of the home screen. The image player can be configured toconcurrently render a set of video advertisements, each distinct videoadvertisement in the set of video advertisements rendered within a tileof the image player. At the first pause level, the ad platform rendersthese video advertisements within the image player without audio. Byinitially presenting these video advertisements without audio, the adplatform can accommodate users who may have paused the primary contentstream to take a phone call or converse with other viewers. Therefore,in order to increase the user's interest in these silent videoadvertisements, presented concurrently within the image player, the adplatform can animate the tiles (e.g., over facets of a rotating cube) topresent moving video advertisements to the user in order to draw theuser's attention and prompt an interaction and/or selection of a videoadvertisement. Further, by presenting multiple video advertisementsconcurrently within the image player, and therefore at low resolution,the ad platform can entice the user to further interact with or select avideo advertisement for viewing at a higher resolution.

In this example, the user may be enticed by a first video advertisementrendered within a first tile of the image player. To preview the firstvideo advertisement, the user may hover her cursor over a first icon, inthe set of icons, corresponding to the first video advertisement.(Alternatively, for another user viewing on his mobile device, the usermay tap on the first icon). In response to the user hovering her cursorover the first icon, the ad platform can detect a first user inputproximal the first icon.

At a second pause level of the pause event, triggered by the first userinput proximal the first icon, the ad platform can reconfigure the imageplayer from the first subregion to a second subregion of the homescreen. The ad platform can reconfigure (e.g., modify shape, size,and/or placement of) the image player to render the first videoadvertisement within an expanded window. At the second pause level, theimage player renders only the first (or selected) video advertisementwithin the image player. The ad platform can initiate playback of thefirst video advertisement within the image player. In addition, the adplatform can render the set of icons adjacent the image player, suchthat the user may elect to switch to a different video advertisementduring playback of the first video advertisement. Therefore, at thesecond pause level, the ad platform enables the user to preview thefirst video advertisement at a higher resolution than at the first pauselevel, while enabling the user to switch to a different videoadvertisement if the user is not actually interested in the first videoadvertisement. Thus, the ad platform can verify the user's interest inthe first video advertisement and enable the user to search for a videoadvertisement that the user finds most interesting.

However, if the user wishes to continue viewing the first videoadvertisement, then the user may locate her cursor over the first iconand click. (Alternatively, for another user viewing on his mobiledevice, the user may enter a second tap on the first icon). In responseto the user clicking on the first icon, the ad platform can detect asecond user input proximal the first icon.

Finally, at a third pause level of the pause event, triggered by thesecond user input proximal the first icon, the ad platform can expandthe image player across the home screen (e.g., without the set ificons). Additionally and/or alternatively, the ad platform canautomatically expand the image player across the home screen response tothe user viewing the first video advertisement at the second pause levelfor more than a threshold duration. At the third pause level, the adplatform can activate an audio stream of the first video advertisementand continue playback of the first video advertisement within the imageplayer such that the user may view the complete first videoadvertisement.

While viewing playback of the first video advertisement on her streamingdevice, the user may: continue viewing (full-screen) playback of thefirst video advertisement; exit playback of the first videoadvertisement to return to the home screen of the ad stream; and/or exitthe ad stream and return to playback of the primary content stream.

Within the ad stream, the image player can render a QR codecorresponding to the ad stream on the display of the user's streamingdevice. The user may capture an image of the QR code with a camera builtinto her mobile device to access the ad stream on her mobile device.Thus, if the user wishes to resume playback of the primary contentstream but also finish viewing the first video advertisement or learnmore about content within the first video advertisement, the user mayscan the QR code with the camera on her mobile device, press “play” onher TV remote control to resume playback of the primary content stream,and continue playback of the first video advertisement on her mobiledevice. Similarly, the ad platform can render additional icons (e.g., QRcodes, images, links) on the display of the streaming device within thead stream configured to link the user to content (a webpage associatedwith a product advertised, a webpage corresponding to a brand) relatedto video advertisements viewed by the user within the ad stream.

Later, in response to a second pause event initiated by the user duringthe primary content stream, the ad platform can automatically load alast frame of the first video advertisement viewed by the user andcontinue playback of the first video advertisement from this frame atthe second pause level. However, if the user completed playback of thefirst video advertisement during the first pause event, then the adplatform can automatically select a second video advertisement to serveto the user that is related to the first video advertisement, such as acontinuation of a plotline presented in the first video advertisement.Alternatively, the ad platform can render the home screen (e.g., at thefirst pause level) at the start of each pause event and enable the userto select a new video advertisement or continue playback of a previouslyviewed video advertisement.

3. Interactive Ad Stream

During a first pause event, initiated by the user, the ad platform canserve an ad stream to the user in replacement of the primary contentstream. More specifically, in response to initiation of the pause event,the ad platform can render a home screen of the ad stream configured toenable the user to navigate the ad stream, interact with advertisingcontent, and select video advertisements within the ad stream forviewing. The home screen can include an image player configured topresent advertising content to the user and a set of icons (e.g.,controls) configured to receive user inputs (e.g., selections) ofadvertising content.

The home screen can include an image player configured to render and/orplay video advertisements available to the user within the ad stream.The image player can be configured to render frames or playback of asingle video advertisement or of multiple video advertisementssimultaneously and to transform (e.g., in shape, size, orientation,color) to present video advertisements in different formats responsiveto user inputs. More specifically, the ad platform can reconfigure theimage player to different subregions of the home screen responsive touser inputs at the home screen, such as by reconfiguring the shape,size, and/or location of the image player within the home screen.

For example, in response to a first pause event, the ad stream canrender the home screen over a paused frame of the primary contentstream. The home screen can include a set of icons (e.g., controls)corresponding to a set of video advertisements and configured to receiveuser inputs, and an image player in a first subregion of the homescreen, the image player defining a 3D cube having six tiles, each tileof the cube configured to render advertising content (e.g., staticimages, videos) corresponding to the set of video advertisementsavailable to the user for viewing within the ad stream. In this example,the cube can be configured such that a first tile of the cube renders afirst video advertisement in the set of video advertisements, a secondtile of the cube renders a second video advertisement in the set ofvideo advertisements, a third tile of the cube renders a third videoadvertisement in the set of video advertisements, and so on. Further,the cube can be animated (e.g., moving, rotating, rolling) according toa responsive transformation, such that each tile of the cube may beviewed by the user. Then, in response to the user locating a pointerover a first icon corresponding to the first video advertisement, the adplatform can reconfigure the image player according to a secondsubregion of the home screen, such that the image player defines anexpanded window of one tile corresponding to the first videoadvertisement. The ad platform can then initiate playback of the firstvideo advertisement within this expanded window with frames of the firstvideo advertisement matched to a size of the expanded window.

The home screen can include a set of icons configured to receive userinputs, each icon corresponding to a video advertisement in a set ofvideo advertisements available to the user within the ad stream. Theuser may enter an input or “select” an icon by locating a pointer (e.g.,moving a cursor on the display, toggling the pointer via remote control)on or over the icon. Each icon in the set of icons can be configured totrigger playback of the video advertisement corresponding to each iconresponsive to receiving a user input. Further, each icon can beconfigured to generate feedback (e.g., a sound, an animation) to theuser responsive to a user input on or over the icon, such as generatinga sound and/or transforming according to a responsive animation (e.g.,expand in size, change color, increase opacity) defined by each icon.

In one implementation, each icon can be configured to receive multipletypes of user inputs and trigger a response according to the type ofuser input. For example, the ad platform can render the home screenincluding a set of icons (e.g., four icons), each icon corresponding toa particular video advertisement. Responsive to the user locating herpointer on or over a first icon corresponding to a first videoadvertisement, the ad platform can expand a size and increase abrightness of the first icon according to a responsive animation definedby the set of icons. Simultaneously, in response to the user locatingher pointer over the first icon, the ad platform can trigger the imageplayer to initiate playback of the first video advertisement, the imageplayer defining a rectangular frame, frames of the first videoadvertisement configured to match a size of the rectangular frame. Then,in response to the user clicking on the first icon, the ad platform can:generate a sound indicating confirmation of the “click” over the firsticon; trigger the image player to continue playback of the first videoad; and expand the image player across the home screen (e.g., tofull-screen view).

In one implementation, the ad platform renders the home screen over apaused frame of the primary content stream. The home screen includes theimage player configured to render advertising content (e.g., staticimages, video) and the set of icons configured to receive user inputs,and can define a background layer. In this implementation, thebackground layer can define an opacity level (e.g., 50 percent, 75percent) such that the paused frame of the primary content stream isviewable through the background layer.

3.1 Exiting the Ad Stream

The ad platform can exit the ad stream and return to the primary contentstream responsive to inputs from the user. In one implementation, the adstream enables immediate return to the primary content stream responsiveto a particular input by the user, such as responsive to the userclicking on a particular icon corresponding to the primary contentstream and rendered over the ad stream or clicking the “play” button onthe television remote twice consecutively. For example, at a first time,in response to receiving a selection of an episode of a television showby a user at her streaming device (e.g., the user's smart TV), the adplatform can render a first frame of a primary content streamcorresponding to the episode selected by the user and initiate playbackof the primary content stream from the first frame. Then, at a secondtime, in response to the user pausing the primary content stream at asecond frame succeeding the first frame in the primary content stream,the ad platform can serve the ad stream to the user in replacement ofthe primary content stream. Upon receiving a selection of a first videoadvertisement from the user at the streaming device (e.g., the user'sSmart TV), the ad platform can initiate playback of the first videoadvertisement. Then, at a second time, in response to receiving an inputfrom the user indicating the user wishes to return to the primarycontent stream, the ad platform can: pause playback of the first videoad; exit the ad stream; render the second frame in the primary contentstream; and initiate playback of the primary content stream from thesecond frame. Therefore, the ad platform enables the user to controlswitching between playback of the primary content stream and the adstream, thus enabling the user to continue viewing advertising contentin the ad stream when the user is engaged in this content and to switchback to viewing the primary content stream (e.g., the user's selected TVepisode) when the user is less engaged or wishes to switch back to herselected content.

In one variation, the ad platform exits the ad stream and returns to theprimary content stream responsive to an input from the user, uponcompletion of playback of a video advertisement (e.g., from a firstframe in the video advertisement to a last frame in the video ad). Inthis variation, the ad platform can automatically exit the ad streamupon completion of playback of the video advertisement and render aparticular (paused) frame of the primary content stream corresponding tothe last frame of the primary content stream viewed by the user (e.g.,before switching to the ad stream). Alternatively, the ad platform canreturn to the video advertisement home screen upon completion ofplayback of the video advertisement.

3.2 Switching Between Primary Content Stream & Ad Stream

The ad platform can intermittently render the ad stream over or inreplacement of the primary content stream throughout a duration of thecontent stream, such as in response to pause events initiated by theuser and/or in response to scheduled ad breaks within the primarycontent stream.

In one variation, the ad platform can automatically continue playback ofa video advertisement selected by the user across multiple ad streamsegments. For example, in response to a first pause event, the adplatform can serve the user a first ad stream segment in replacement ofa first primary content stream segment. During the first ad streamsegment, the ad platform can render the home screen of the videoadvertisement stream to the user and initiate playback of a first videoadvertisement from a first frame in the first video advertisementresponsive to a selection input by the user at the home screen. Then, inresponse to the user selecting playback of the primary content stream,the ad platform can: pause playback of the first video advertisement ata second frame in the first video advertisement succeeding the firstframe; terminate the first ad stream segment; and initiate playback of asecond primary content stream segment. Then, at a later time, inresponse to a second pause event, the ad platform can serve the user asecond ad stream segment in replacement of the second primary contentstream segment. During the second ad stream segment, the ad platform canautomatically load the second frame of the first video advertisementinto the image player and initiate playback of the first videoadvertisement from the second frame. The ad platform can also enable theuser to return to the ad stream home screen to select a different videoadvertisement, such as by rendering an icon configured to receive a userinput and linked to the home screen. Therefore, the ad platform cancontinue playback of the same video advertisement across multiple adstream segments based on the user's initial selection, thus tailoring adcontent to the user's interests and increasing the likelihood ofachieving a target outcome (e.g., brand lift, video completion,conversion) for this user with this video advertisement, whileminimizing inconvenience or effort required by the user.

In another variation, in response to a second pause event, the adplatform can enable the user to select between continuing playback ofthe first video advertisement selected by the user during the firstpause event or selecting a new video advertisement. Alternatively, thead platform can automatically render the home screen, in response toeach pause event, at the start of each ad stream segment.

4. Secondary Device

In one variation, the ad platform can enable the user to view the adstream on multiple streaming devices. The ad platform can render a QRcode on a display of the user's streaming device on the home screen ofthe ad stream, during playback of video advertisements in the ad stream,and/or during playback of the primary content stream such that the usermay access the ad stream on a secondary device (e.g., her smartphone) bycapturing an image of the QR code on the secondary device.

For example, the user can open a native application of a streamingplatform on her smart TV (e.g., via her TV remote) and select a moviefor viewing with her partner at home. Upon receiving her selection, thestreaming platform can render a first frame of the primary contentstream on a display of her Smart TV and initiate playback of the primarycontent stream from the first frame. After a first duration, the usermay pause playback of the primary content stream at a second framesucceeding the first frame while her partner goes to the kitchen to makea snack. Upon detecting this “pause” event, the ad platform can overlaythe second frame of the primary content stream with the home screen ofthe ad stream. Then, upon receiving a selection of a first videoadvertisement for backpacking gear from a sporting goods retailer, thead platform can initiate playback of the first video advertisement froma first frame in the video advertisement. The ad platform can alsorender a QR code on the Smart TV display (e.g., overlaid a portion ofthe video advertisement, on a side of the video ad) linked to this adstream. When the user's partner returns from the kitchen to continueviewing the movie, she may wish to continue viewing the first videoadvertisement to see a particular deal or gain additional insightregarding the backpacking gear advertised. The user may take a photo of(or aim a camera at) the QR code rendered on the Smart TV display with acamera built into her mobile device if she wishes to continue viewingthe first video advertisement on her mobile device. Then, in response toan input entered by the user, the ad platform can pause playback of thefirst video advertisement at a second frame succeeding the first framein the first video advertisement, render the second frame of the primarycontent stream on the display, and resume playback of the primarycontent stream. In response to the user taking a photo of (or aiming hercamera at) the QR code, her mobile phone may prompt the user to (orautomatically) open a particular website or native application (e.g., anative application associated with the ad platform, the nativeapplication of the streaming platform) configured to continue playbackof the ad stream. Once the user opens this website or nativeapplication, the ad platform can continue playback of the first videoadvertisement from the second frame of the first video advertisement.The ad platform can enable the user to access the home screen of the adstream during playback of the first video advertisement and enableselection of other video advertisements from the home screen on hermobile device.

Additionally and/or alternatively, the ad platform can enable the userto select an icon (e.g., the QR code, an image) configured to open awebsite or native application linked to the ad stream. For example, auser viewing streaming content on her laptop or smartphone may click onan icon configured to open a webpage at which the user may purchase aproduct advertised to the user in the ad stream.

5. Scheduled Video Advertisement Segments

In one variation, the ad platform can serve to the user scheduled videoadvertisement segments throughout a content stream in addition toserving to the user the interactive ad stream during “pause” events. Thead platform can segment the primary content stream into discretesegments and insert these scheduled video advertisement segments betweensegments of the primary content stream to generate a content stream.

For example, for a primary content stream exhibiting a duration oftwenty-four minutes, the ad platform can segment the primary contentstream into four discrete primary content segments including: a firstprimary content segment exhibiting a first duration of ten minutes; asecond primary content segment exhibiting a second duration of fiveminutes; a third primary content segment exhibiting a third duration offive minutes; and a fourth primary content segment exhibiting a fourthduration of four minutes. The ad platform can then inject scheduledvideo advertisement segments between each primary content segment togenerate a continuous content stream exhibiting a total duration of 30minutes, including twenty-four minutes of the primary content stream andsix minutes of scheduled video advertisement segments.

However, in one variation, the ad platform can adjust a duration of thescheduled video advertisement segments based on a duration of time theuser spends viewing and/or interacting with the ad stream. In thisvariation, during pause events (e.g., while the ad stream is rendered onthe display), the ad platform can track a set of ad stream metrics suchas: a duration spent within the ad stream (or a duration of the pauseevent); a duration spent viewing playback of a particular ad; a numberof video advertisements viewed by the user; which video advertisementsthe user selected and/or viewed; a completion rate for each videoadvertisement viewed (e.g., percentage of a video advertisement the usercompleted before exiting the video ad); etc. The ad platform can thenaccess these ad stream metrics to adjust distribution and/or durationsof scheduled video advertisement segments.

For example, the ad platform can initially schedule three scheduledvideo advertisement segments within a content stream, each scheduledvideo advertisement segment exhibiting a duration of 90 seconds, suchthat the content stream includes four discrete primary content segments,each separated by a go-second scheduled video advertisement segment.However, if the user pauses the primary content stream during the thirdprimary content segment (after viewing the first and second scheduledvideo advertisement segment), then the ad platform can serve to the userthe ad stream in replacement of the primary content stream during thispause event. Upon serving to the user the ad stream, the ad platform caninitiate a timer to track a duration of this pause event. During thepause event, the user may preview video advertisements within the adstream and/or select video advertisements she wishes to view to initiateplayback of these video advertisements. Then, when the user is ready toreturn to the primary content stream, she may select the primary contentstream (e.g., by pressing the “play” button on her TV remote, byselecting a particular icon rendered on the display and linked to theprimary content stream). Responsive to the user selection, the adplatform can: stop the timer and record the duration of the pause event;exit the ad stream; and continue playback of the third segment of theprimary content stream. Then, upon completing playback of the thirdsegment of the primary content stream, the ad platform can: access therecorded duration (e.g., two minutes) of the pause event; access aduration of the third scheduled video advertisement segment (e.g., 90seconds); and, in response to recorded duration of the pause eventexceeding the duration of the third scheduled video advertisementsegment, skip the third scheduled video advertisement segment andinitiate playback of the fourth segment of the primary content stream.Alternatively, the ad platform can reduce the duration of the thirdscheduled video advertisement segment (e.g., from 90 seconds to 30seconds) based on the recorded duration of the pause event.

In one variation, the ad platform can update the content (or videoadvertisements) served to the user during scheduled video advertisementsegments based on user selections and/or interactions with advertisingcontent in the ad stream. For example, for a particular content stream,the ad platform can initially schedule a scheduled video advertisementsegment including a placeholder video advertisement related to a carbrand after a first primary content segment. During playback of thefirst primary content segment, in response to a pause event, the adplatform can serve the ad stream to the user in replacement of theprimary content stream, including a selection between a first videoadvertisement related to sporting goods and a second video advertisementrelated to a car brand. In response to selection of the first videoadvertisement related to sporting goods, the ad platform can initiateplayback of the first video advertisement. Then, in response totermination of the pause event by the user, the ad platform can pauseplayback of the first video advertisement and serve the user the primarycontent stream in replacement of the ad stream. Then, upon completion ofplayback of the first primary content segment, the ad platform canresume playback of the first video advertisement during the firstscheduled video advertisement segment in replacement of the placeholdervideo advertisement related to the car brand. Alternatively, the adplatform can select a new video advertisement to serve to the userduring this scheduled video advertisement segment that better fits theuser's interests as indicated by the selection of the first videoadvertisement related to sporting goods and/or by the user's historicalselections and/or interactions with video advertisements in the adstream.

Therefore, by serving an interactive ad stream to the user responsive touser inputs (e.g., pause events) in combination with scheduled videoadvertisement segments automatically included in the content stream, thead platform can tailor content included in these scheduled videoadvertisement segments to better fit the user's interests and thusincrease the likelihood of achieving a particular advertising outcome(e.g., brand lift, conversion). The ad platform can also reduce aduration and/or quantity of scheduled video advertisements interruptingthe content stream by enabling the user to select and view videoadvertisements during user-initiated breaks (e.g., pause events), thusdecreasing inconvenience to the user and increasing a likelihood of userengagement with advertising content included in the videoadvertisements.

The systems and methods described herein can be embodied and/orimplemented at least in part as a machine configured to receive acomputer-readable medium storing computer-readable instructions. Theinstructions can be executed by computer-executable componentsintegrated with the application, applet, host, server, network, website,communication service, communication interface,hardware/firmware/software elements of a user computer or mobile device,wristband, smartphone, or any suitable combination thereof. Othersystems and methods of the embodiment can be embodied and/or implementedat least in part as a machine configured to receive a computer-readablemedium storing computer-readable instructions. The instructions can beexecuted by computer-executable components integrated bycomputer-executable components integrated with apparatuses and networksof the type described above. The computer-readable medium can be storedon any suitable computer readable media such as RAMs, ROMs, flashmemory, EEPROMs, optical devices (CD or DVD), hard drives, floppydrives, or any suitable device. The computer-executable component can bea processor but any suitable dedicated hardware device can(alternatively or additionally) execute the instructions.

As a person skilled in the art will recognize from the previous detaileddescription and from the figures and claims, modifications and changescan be made to the embodiments of the invention without departing fromthe scope of this invention as defined in the following claims.

I claim:
 1. A method comprising: during a first pause event that pausesplayback of a digital video in a primary content stream rendered on adisplay of a streaming device accessed by a user: rendering a homescreen of an ad stream in replacement of the primary content stream, thehome screen comprising: an image player arranged in a first subregion ofthe home screen and defining a responsive transformation; and a set oficons selectable by the user and linked to a set of videoadvertisements; and in response to detecting a first user input proximala first icon in the set of icons: reconfiguring the image player to asecond subregion of the home screen according to the responsivetransformation; and initiating playback of a first video advertisement,in the set of video advertisements, from a first frame of the firstvideo advertisement, within the image player; during playback of thefirst video advertisement within the image player, in response to a userinput that resumes playback of the primary content stream: pausingplayback of the first video advertisement at a second frame succeedingthe first frame in the first video advertisement; rendering the primarycontent stream in replacement of the ad stream; and resuming playback ofthe digital video in the primary content stream; and during a secondpause event, succeeding the first pause event, that pauses playback ofthe digital video in the primary content stream: rendering the homescreen of the ad stream in replacement of the primary content stream;and initiating playback of the first video advertisement, from thesecond frame of the first video advertisement, within the image player.2. The method of claim 1: wherein initiating playback of the first videoadvertisement from the first frame within the image player comprisesinitiating playback of the first video advertisement, from the firstframe to a third frame in the video advertisement, within the imageplayer, the third frame succeeding the first frame and preceding thesecond frame; and further comprising, during playback of the first videoadvertisement during the first pause event, in response to a second userinput proximal the first icon while the third frame is rendered withinthe image player: expanding the image player across the home screen;activating an audio stream of the first video advertisement; andcontinuing playback of the first video advertisement from the thirdframe to the second frame within the image player.
 3. The method ofclaim 1: wherein initiating playback of the first video advertisementfrom the second frame of the first video advertisement comprisesinitiating playback of the first video advertisement from the secondframe to a third frame of the first video advertisement; and furthercomprising, during playback of the first video advertisement during thesecond pause event, in response to a second user input proximal thefirst icon while the third frame is rendered within the image player:expanding the image player across the home screen; activating an audiostream of the first video advertisement; and continuing playback of thefirst video advertisement from the second frame within the image player.4. The method of claim 1, further comprising, during the first pauseevent, in response to a second user input proximal a second icon, in theset of icons, at a first time during playback of the first videoadvertisement: pausing playback of the first video advertisement at acurrent frame of the first video advertisement rendered within the imageplayer at the first time; rendering an initial frame of a second videoadvertisement, in the set of video advertisements, within the imageplayer in replacement of the current frame of first video advertisement;and triggering playback of the second video advertisement within theimage player from the initial frame.
 5. The method of claim 4, furthercomprising, during the first pause event, in response to a third userinput proximal the first icon at a second time, succeeding the firsttime, during playback of the second video advertisement: rendering thecurrent frame of the first video advertisement within the image playerin replacement of the second video advertisement; and triggeringplayback of the first video advertisement from the current frame withinthe image player.
 6. The method of claim 1, further comprising, duringplayback of the first video advertisement within the image player,rendering a QR code within the home screen of the ad stream, the QR codelinked to the ad stream.
 7. The method of claim 6, further comprising,during playback of the first video advertisement within the imageplayer, in response to the user capturing the QR code at a secondarydevice accessed by the user during rendering of a third frame of thefirst video advertisement within the image player, continuing playbackof the first video advertisement from the third frame at the secondarydevice.
 8. The method of claim 1, further comprising, during playback ofthe digital video within the primary content stream, rendering a QRcode, linked to the ad stream, within the primary content streamrendered on the display of the streaming device.
 9. The method of claim1: wherein rendering the home screen of the ad stream in replacement ofthe primary content stream during the first pause event that pausesplayback of the digital video in the primary content stream comprisesrendering the home screen of the ad stream in replacement of the primarycontent stream during the first pause event, initiated by the user, thatpauses playback of the digital video in the primary content stream; andwherein rendering the home screen of the ad stream in replacement of theprimary content stream during the second pause event that pausesplayback of the digital video in the primary content stream comprisesrendering the home screen of the ad stream in replacement of the primarycontent stream during the second pause event, initiated by the user,that pauses playback of the digital video in the primary content stream.10. A method comprising: during a first pause event that pauses playbackof a primary content stream at a current frame in a digital video in theprimary content stream, the primary content stream viewed on a displayof a streaming device accessed by a user: rendering a home screen of anad stream in replacement of the primary content stream, the home screencomprising: an image player arranged in a first subregion of the homescreen; and a set of icons selectable by the user and linked to a set ofvideo advertisements; in response to detecting a first user inputproximal a first icon in the set of icons: reconfiguring the imageplayer to a second subregion of the home screen, the second subregiondistinct from the first subregion; rendering a first frame of a firstvideo advertisement within the image player, the first videoadvertisement corresponding to the first icon; and initiating playbackof the first video advertisement from the first frame within the imageplayer; and in response to detecting a second user input proximal thefirst icon during playback of the first video advertisement at a secondframe succeeding the first frame in the first video advertisement:expanding the image player across the home screen; activating an audiostream of the first video advertisement; and continuing playback of thefirst video advertisement from the second frame in the first videoadvertisement within the image player; and in response to a user inputthat resumes playback of the primary content stream during playback ofthe first video advertisement at a third frame in the first videoadvertisement: pausing playback of the first video advertisement at thethird frame; rendering the first frame in the digital video of theprimary content stream in replacement of the ad stream; and resumingplayback of the digital video from the current frame in the primarycontent stream.
 11. The method of claim 10: wherein rendering the homescreen comprising the image player arranged in the first subregion ofthe home screen comprises, at a first time, rendering the home screencomprising the image player arranged in the first subregion andconfigured to render the set of video advertisements, each videoadvertisement, in the set of video advertisements, rendered within aparticular tile, in a set of tiles, within the image player; whereinreconfiguring the image player to the second subregion in response todetecting the first user input proximal the first icon comprisesreconfiguring the image player to the second subregion to define anexpanded window of a first tile, in the set of tiles, corresponding tothe first video advertisement; and wherein rendering the first frame ofthe first video advertisement within the image player comprisesrendering the first frame of the first video advertisement within theexpanded window, of the first tile, defined by the image player.
 12. Themethod of claim 10, further comprising, during the first pause event, inresponse to rendering a final frame, succeeding the first frame, of thefirst video advertisement within the image player: terminating the adstream; and rendering the current frame of the digital video of theprimary content stream in replacement of the final frame of the firstvideo advertisement of the ad stream.
 13. The method of claim 12,further comprising, during a second pause event succeeding the firstpause event, that pauses playback of the digital video in the primarycontent stream: selecting a second video advertisement for presenting tothe user based on completion of playback of the first videoadvertisement, selected by the user, during the first pause event; andrendering playback of the second video advertisement within the imageplayer.
 14. The method of claim 10, further comprising, during the firstpause event, in response to rendering a final frame, succeeding thefirst frame, of the first video advertisement within the image player:terminating playback of the first video advertisement; and rendering thehome screen of the ad stream comprising the image player arranged in thefirst subregion of the home screen.
 15. The method of claim 10, furthercomprising, during a second pause event that pauses playback of theprimary content stream at a next frame in the digital video succeedingthe current frame: overlaying the next frame of the primary contentstream with the home screen of the ad stream; locating the image playerin the second subregion; initiating playback of the first videoadvertisement from the third frame of the first video advertisement; andin response to detecting a third user input proximal the first iconduring playback of the first video advertisement at a fourth framesucceeding the third frame in the first video advertisement: expandingthe image player across the home screen; activating the audio stream ofthe first video advertisement; and continuing playback of the firstvideo advertisement from the fourth frame within the image player.
 16. Amethod comprising: during a first pause event that pauses playback of aprimary content stream at a current frame in a digital video in theprimary content stream, the primary content stream viewed on a displayof a streaming device accessed by a user: rendering a home screen of anad stream in replacement of the primary content stream, the home screencomprising: an image player arranged in a first subregion of the homescreen; and a set of icons selectable by the user and linked to a set ofvideo advertisements; and in response to detecting a first user inputproximal a first icon in the set of icons: reconfiguring the imageplayer to a second subregion of the home screen, the second subregiondistinct from the first subregion; rendering a first frame of a firstvideo advertisement within the image player, the first videoadvertisement corresponding to the first icon; and initiating playbackof the first video advertisement from the first frame within the imageplayer; and during playback of the first video advertisement within theimage player during the first pause event: rendering a QR code withinthe home screen of the ad stream and configured to link the user tocontent related to the first video advertisement; and in response todetecting a second user input proximal the first icon during playback ofthe first video advertisement at a second frame succeeding the firstframe in the first video advertisement: activating an audio stream ofthe first video advertisement; and continuing playback of the firstvideo advertisement from the second frame in the first videoadvertisement within the image player; and in response to a user inputthat resumes playback of the primary content stream during playback ofthe first video advertisement at a third frame in the first videoadvertisement: pausing playback of the first video advertisement at thethird frame; rendering the first frame in the digital video of theprimary content stream in replacement of the ad stream; and resumingplayback of the digital video from the current frame in the primarycontent stream.
 17. The method of claim 16: wherein rendering the QRcode configured to link the user to content related to the first videoadvertisement comprises rendering the QR code configured to link theuser to the ad stream via a secondary device accessed by the user; andfurther comprising, during playback of the first video advertisementwithin the image player at a fourth frame succeeding the first frame, inresponse to the user capturing an image of the QR code via the secondarydevice: triggering the secondary device to navigate to an electronicdocument configured to render the ad stream; rendering the fourth frameof the first video advertisement within the electronic document renderedwithin a display of the secondary device; and continuing playback of thefirst video advertisement from the fourth frame within the electronicdocument viewed by the user within the display of the secondary device.18. The method of claim 17: wherein rendering the home screen of the adstream during the first pause event that pauses playback of the primarycontent stream viewed on the display of the streaming device comprisesrendering the home screen of the ad stream during the first pause eventthat pauses playback of the primary content stream viewed on the displayof the streaming device comprising a television; and wherein renderingthe QR code configured to link the user to the ad stream via thesecondary device comprises rendering the QR code configured to link theuser to the ad stream via the secondary device comprising a mobiledevice.
 19. The method of claim 16, wherein rendering the QR codeconfigured to link the user to content related to the first videoadvertisement comprises rendering the QR code configured to link theuser to an electronic document for purchasing content advertised in thefirst video advertisement.
 20. The method of claim 16, furthercomprising, during a second pause event, succeeding the first pauseevent, that pauses playback of the digital video in the primary contentstream: rendering the home screen of the ad stream in replacement of theprimary content stream; and initiating playback of the first videoadvertisement, from the third frame of the first video advertisement,within the image player.